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'The Collection at Forsyth' rebrands mall with April 13 celebration

A worker builds a new centerpiece at the entrance to the outdoor mall on Peachtree Parkway. ALDO NAHED. (click for larger version)
April 08, 2013
FORSYTH COUNTY, Ga. — The new owners of the Avenue Forsyth, the popular outdoor shopping, dining and entertainment mall, announced last week the property will be rebranded as "The Collection at Forsyth."

The reasoning is to fulfill the new owners' vision of creating "a collection" of the area's "finest retailers, restaurants and community events."

But a name is something many in the community are not ready to give up.

"I doubt my family will stop calling it Avenue," said Kim Powell Godlewski on our Facebook page.

A painter gives a fresh coat to columns at the soon to be rebranded outdoor mall. A celebration is scheduled for April 13. ALDO NAHED/Staff. (click for larger version)
Many others echoed Godlewski's sentiments, including Mary Ann Stewart, who walks 1,500 steps a day at the outdoors mall.

"I think it will be confusing," Stewart said.

But Elizabeth Ashworth, owner of Chocolaterie, a luxury chocolate and gifts shop, said she welcomes the change.

"I think it will be confusing at first," Ashworth said, "but I'm sure everyone will get used to it and embrace it."

Stephanie Provatakis, of Cumming, manages the Chocolaterie. She said she’s excited about the changes in store at the outdoor mall, including its new name — The Collection at Forsyth. ALDO NAHED/Staff. (click for larger version)
That's exactly what the new owners, 410 Peachtree Parkway, say they hope for in building excitement and curiosity along with the new name.

The move is part of a joint venture between Atlanta-based Core Property Capital and an affiliate of Starwood Capital Group, a private investment firm, which purchased the retail center from Cousins Properties in November 2012.

Core Property Capital will handle management and lease.

The new brand will be unveiled Saturday, April 13 from 12 p.m. to 4 p.m., at a celebration that will feature entertainment from Isabelle, of Alpharetta, a 2013 American Idol top 20 finalist, as well as a Spring Collection fashion show, entertainers, jazz musicians, activities for children and special promotions.

"Our goal is to become a five star collection of dining, shopping and services in meeting the community's needs," said Chad Lund, managing partner with Core Property Capital.

The 565,075-square-foot, mixed-use outdoor retail center will continue to offer restaurants and retailers, as well as a movie theater and Children's Healthcare of Atlanta at Forsyth.

Kayla Ruffin, a receptionist at Aria Salon Spa, said the change of the mall’s name will take a little bit of getting used to, especially when answering phone calls and leaving customers’ messages. ALDO NAHED/Staff. (click for larger version)
Core recently added Marlow's Tavern and Koo Koo Bear Baby & Kids and future tenants including Soma Intimates, Altar'd State, Sweet Monkey, Appleton, Newk's and Talk of the Table are in the works.

"The transformation of the Collection at Forsyth brings the premier shopping, dining and entertainment experience to the Atlanta area and we look forward to the unveiling of this must-visit destination," said Chris Graham, senior managing director of Starwood Capital Group.

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Tags: Business News, Community & Outreach

  1. report print email
    Collection at Avenue Forsyth Co
    April 09, 2013 | 04:03 PM

    Hope this will get to th right person. A lot of people in this area are hoping the new management will consider putting an Olive Garden in as one of the restaurants. More of a family restaurant than Carrabos and open more.

  2. report print email
    Trader Joe's
    April 09, 2013 | 07:28 PM

    Would like to see a Trader Joe's there.

  3. report print email
    The Collection
    April 12, 2013 | 10:00 AM

    Love the concept of change, however I'm afraid the name in no way suggests a destination. In fact, my first reaction was that of either something governmental or something financial."Hi mom, I'm going to THE COLLECTION to shop..." I'm sure they will have awesome marketing.

  4. report print email
    Strange name
    April 12, 2013 | 09:21 PM

    I welcome the new owners & love the shops, but the name just seems off... "I'm going to The Collection" sounds like I'm making a donation to a thrift store. Guess it will always be "The Avenue" to me!
    I also echo the sentiment of considering a Trader Joes!! That would be awesome!!

  5. report print email
    Worst name ever.
    April 17, 2013 | 06:59 PM

    These new owners don't seem to have any idea how to brand because they would realize just how horrible this new name is. Avenue made sense and was easy to communicate and had a history. "The Collection" sounds like someone's about to sue for an unpaid debt, or sounds like a cheap place to go to dump unwanted car parts or old recliners.

    I wonder how much market research was actually done. A name change doesn't bother me, and but at least put in some effort into a name people will actually gravitate towards.

    I hope the tenant businesses won't suffer from this because they bring a lot of joy and fun to a lot of people, especially places like The Chocolaterie and FuzzyWigs and Peach Mac.

  6. report print email
    NO Olive Garden
    April 19, 2013 | 08:47 AM

    Please put even more upscale and mid to higher end stores and restarants than than C level restarants. J Alexzanders and up would be ideal.

    Leave the lower end Olive Gardens and Applebee's and their mass produced goo up on Exit 14.

  7. report print email
    Terrible name
    May 18, 2013 | 11:32 AM

    I could not believe it when I drove by to see the new name on the entrance to The Avenue. The new name does not invoke a sense of community, nor a sense of "the best collection of ...", it just invokes an emotional response of HOW STUPID that name sounds!! Admit your mistake before it is too late; change it back!!!

  8. report print email
    Hate the name
    July 11, 2014 | 08:25 AM

    I just hate this name. It sounds like I am going somewhere to deal with some financial issues. The 'Avenue' name just sounds much more 'classy'.

    Hate the name
  9. report print email
    Hate the name
    July 11, 2014 | 08:25 AM

    I just hate this name. It sounds like I am going somewhere to deal with some financial issues. The 'Avenue' name just sounds much more 'classy'.

    Hate the name
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